How to create a PR strategy in the wedding industry
The wedding industry is worth billions of pounds and whether it’s finding the perfect dress or venue, many newly engaged couples or wedding planners will turn to trade and glossy magazines for inspiration. However, in this saturated market how do you make your small business stand out? Below we’ve outlined four points to consider when planning your PR in the wedding industry.
The first aspect to consider when planning your PR is defining your target audience. Is your ideal customer an agency, wedding planner or the bride and groom themselves? If you’re targeting the individual you need to think about their age, what type of wedding are they having and their budget.
The wedding industry is full of trade publications whose readers will be your ideal customer, so it is important to be familiar with the publications you wish to target.
Create lasting relationships with the editors and journalists. This way you can become their ‘go to’ person for comments, case studies or imagery.
It’s also important to target glossy magazines, especially for issues in the height of wedding season, as well as bloggers who write about weddings in general, or are in fact planning their own wedding. Offering a helping hand can help to build the lasting relationship that could lead to coverage.
New trends are frequently being introduced in the wedding industry, so it’s important you keep up-to-date with developments and position yourself as an expert in your field.
Whether it’s a new dress designer or the most popular honeymoon destination, journalists will be looking for information and comments from those in the industry. Furthermore, if your business goes against the traditional and is itself a new trend then make yourself known.
Giving journalists a first insight or exclusive is a great way to start a relationship. However, the wedding industry is very competitive, so it’s best to act fast and keep an eye on the businesses around you.
One of the first things you notice when reading a wedding magazine or blog is the beautiful imagery.
An image can draw people towards an article or feature, so it’s very important to have high res images of your products or previous weddings that have used your services.
Journalists may sometimes offer to send a photographer to take images for the feature, but if this is not the case then having your own can sell your story more easily. I’ve spoken to journalists before who have chosen not to feature a business due to the lack of high-res imagery.
Events are a great way to get your brand out there, whether you hold a press day, launch a pop-up shop or exhibit at the trade show. It gives you a chance to show and talk about your brand with new and existing customers.
Through events, you can also promote yourself further using social media. For example, most trade shows will have trending hashtags that you can piggyback on.
In addition, you can invite journalists and bloggers to your events.This way they will have a chance to see and find out more information about your product or service before writing about it. You will also be able to find out more about each other and see if there is a way you can work together. Meeting someone face-to-face makes it much easier to create that initial relationship.
Many opportunities are out there to promote your wedding business. You just need to keep an attentive eye on the trends, the shows and on everything that is happening. Planning your PR strategy in the wedding industry is the best way to stand out in this competitive market.
If you would like to hear more of JournoLink’s top PR tips, and tips for small businesses sign up for our newsletter here.
Written By: Camilla Holroyd, Media Relations ExecutiveCamilla is the all-important portal between JournoLink's businesses and journalists; connecting them on a daily basis through press releases, Twitter engagements and editorial requests.